Nation brand advocacy and the reputation of South Africa

Abstract

Purpose – This paper investigates the brand knowledge and perceptions of South Africans living abroad. It also establishes whether South Africans living abroad are brand advocates for South Africa.

Design/methodology/approach – The paper draws on key literature relating to knowledge transfer, brand advocacy and nation branding. Data were collected through a self-administered online survey to South Africans living abroad through the Brand South Africa database. Correlation, partial correlation and linear regression were used to identify linkages between knowledge transfer, brand advocacy and nation branding.

Findings – The conceptual model in conjunction with the hypotheses presented is a start in the direction of establishing a framework to understanding the value of nation branding in the South African knowledge economy. Findings showed significant relation between knowledge transfer, brand advocacy and nation branding.

Research limitations/implications – cross-sectional data were used and further research should examine data for multiple years in order to conduct longitudinal studies.

Practical implications – The study has demonstrated that nation branding is an important concept to consider in relation to the diaspora. A strong nation brand help to increase exports, attract tourism, investment and immigration. Nation branding has become an essential part of a country’s sustainable development.

Originality/value – The study analysed the relationship between knowledge transfer, brand advocacy and nation branding must be seen as a development strategy for home nations to tap the knowledge and skills of their expatriate professionals in developing economies such as South Africa.